Introduction to Workflow Mapping

[fa icon="calendar"] Jun 3, 2013 7:30:00 AM / by Katrice Svanda

Katrice Svanda

Introduction to Workflow Mapping.png

Workflows allow you to create a customized marketing plan by automating the steps in your lead nurturing process.  Types of emails, when communication is sent, at what time of day, lead status updates, and more can be automated to ensure that you are communicating with your leads in a way that effectively moves them down the sales funnel, without annoying them with too many emails or irrelevant information.  So, how exactly do you map workflows anyway?

HubSpot Workflows is a fantastic tool to automate your workflows, so we’ll use it as a reference to explore the possibilities in your workflows.


Your first step in setting up your automated workflows is setting a starting condition.  This is basically what flips the switch to ‘on’ and begins your workflow.  You could set starting conditions based on activity (a prospect downloaded an eBook and now they receive a series of emails on a related topic) or when a prospect is added to a list.  For example, HubSpot has Smart Lists, lists made up of prospects that meet certain criteria or behavior.  When a lead meets the criteria to be added to the list, they automatically begin the workflow associated with that list.  For example, you may have a Smart List comprised of prospects who have requested a trial, or a list of companies in California that have under 100 employees.  Once a lead meets this criteria, they are added to the list and the workflow begins.  This workflow would be predetermined steps, such as a series of 5 emails.

You also have timing and delivery options.  Say you experience higher open rates in the morning.  You can set workflows to only send emails in the morning.  You can also set dispersal rates.  You can send Email 1 two days after they download the eBook, Email 2 three days later, and so on.  You can also begin a workflow with no starting condition, meaning you trigger a workflow manually.  Other actions you can trigger include updates to contacts (changing their lifecycle stages automatically based on specified criteria or behavior) and adding or removing contacts from lists.

From Point A to Point B: multiple paths with the same end destination

As you can see, automating workflows saves a ton of time and money and moves prospects from point A to point B, initial contact to customer, and there are many ways to get there.  They could take side streets, highways, or a scenic route, whatever fits the prospect.  You can customize workflows based on buyer personas, behavior and activity, and stage in the buying cycle, but the overarching end goal is the same: gain a customer.  Your emails should move the buyer through the sales funnel, from introductory material (such as eBooks and whitepapers) to material more specific to your company and products (such as free trials or demos).  Craft campaigns for specific segments, based on their interests and needs.  Not sure what those are? Interview customers or look back at data (closed loop analytics is helpful here) to determine what customers found useful.

Freshen up

Marketing is dynamic and your campaigns, much like a physical machine, work best when they are reevaluated and tweaked, updated, and improved.  Reevaluate delivery format and timing, messages and calls to action, landing pages, and content relevancy and quality to ensure your automated workflows and lead nurturing campaigns are built on a strong foundation.  If some campaigns have lower levels of marketing qualified leads or lengthy customer conversion cycles, revisit the areas mentioned to get them back on track.  Components like subject lines and whether your messages are sent to spam are also important things to watch out for.

Now you can begin setting your workflows to deliver a customized experience without the hassle.  Both your employees and your bottom line will thank you!

Guide to Aligning Sales and Marketing Quality Leads

About Digital Impact Agency

Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.

Topics: marketing automation, inbound marketing, enterprise inbound marketing

Katrice Svanda

Written by Katrice Svanda

Katrice Svanda is a Founder and CEO for Digital Impact Agency, a Houston-based digital media and inbound marketing agency. Her background includes over 15 years of experience in the technology industry from marketing emerging technologies to participating in several technology spin-offs. Katrice has created successful marketing campaigns for business-to-business, business-to-consumer, and business-to-government.